A prominent association in Washington, DC wanted to enhance its market share and better understand its members’ needs. The challenge was to identify key motivators for membership, loyalty and engagement and formulate a strategy to allocate resources more effectively against these benefits and values.
We conducted values-based research using our proprietary branding methodology. These efforts uncovered the building blocks of a communications strategy based on the decision-making factors involved. Tangible product and service offerings were also identified and worked to reinforce the benefits members and potential members saw as important and the personal values that motivated their behavior.
The findings were used to help the association communicate its values and membership benefits. They also provided the rationale for developing a new educational offering that would further enhance members’ own value in the marketplace.